Flushed Away - International Marketing Strategy & Toolkit

Flushed Away - International Marketing Strategy & Toolkit

International toolkit for DVD launch

Objective

To create an online marketing toolkit and strategy which can be easily localised into various languages and used by the international marketing departments to promote the release of Flushed Away on DVD.

Target Audience

Kids aged 5-12.

Description

The strategy for global toolkit needed to cover a number of online marketing tools in order for the various territories to be able to pick and choose what worked best with their markets. A previous survey we initiated had given us feedback from past toolkits and the results of the survey was fed into the latest campaign to fine tune and improve it.
A number of online games, banners, etc were created which were used by the territories and placed in popular kid's sites to create awareness of the release.
Wallpapers, screensavers and desktop toys were used to bring Flushed Away off the internet and onto the user's home computers.
Mobile wallpapers and ring tones brought Flushed Away into the mobile world with the catchy sound bites being rung on mobiles in schools and kid's area's worldwide, encouraging further interest.

The toolkit was hosted in a secure area on the Naked Penguin Boy site for the international territories to access and use with full support given for any technical or design queries.

Naked Penguin Boy's online PR division NPBmedia (www.npbmedia.com) handled the online PR and media placement for Flushed Away in the UK.

Success

While the exact figures of the international DVD sales are not available the Naked Penguin Boy Tracker did record approximately 220 000 game plays during the campaign and on the top rental sales chart, Flushed Away and The Departed finished neck and neck at the top.
Feedback from the Paramount marketing teams was positive and a successful Home Entertainment campaign was concluded.